# WhatsApp ad message templates > Copy-and-paste WhatsApp ad message templates: the greeting, ice breakers, first reply and approved follow-up messages, with limits and the free window rules. - **Author**: Marxx - **Published**: 2026-11-09 - **Category**: Ad copy - **URL**: https://marxx.ai/library-templates/whatsapp-ad-message-templates --- These WhatsApp ad message templates cover the three pieces of text an ad needs: the greeting people see when the chat opens, your first reply, and approved template messages for follow-up. Copy the text below and fill the brackets. ## Three moments, three kinds of message | Moment | Message type | Template approval needed? | |---|---|---| | Chat opens from the ad | Greeting and ice breakers, set in the ad | No, the ad is reviewed as usual | | You reply inside 24 hours | Service message, typed by you | No | | You message later | Template message | Yes, Meta must approve it | Meta's developer pages (checked 2026-10-20, [pricing](https://developers.facebook.com/documentation/business-messaging/whatsapp/pricing)) say a customer service window lasts 24 hours and resets with each message from the person. Non-template messages can only go inside that window. Template messages can go at any time, in three categories: marketing, utility and authentication. ## Templates to copy **1. Greeting (in the ad)** ``` Hi! Thanks for asking about [product or service]. Tell us [one thing you need, e.g. your area] and we will reply with [price / slot / options] in [time you can keep]. ``` **2. Ice breakers (tappable questions)** ``` What does it cost? Is it available in my area? Can I see a photo or video? ``` Meta's developer documentation shows ice breakers as a list of prompts and gives an example with three. It states no limit, so check what Ads Manager allows. **3. First reply (inside 24 hours, typed by you)** ``` Hi [name], this is [your name] from [brand]. Here is [price list / photos / slots]. Which one suits you? I am here until [time]. ``` **4. Follow-up template (marketing)** ``` Hi {{1}}, thanks for asking about {{2}}. The price list and next batch dates are in this message. Reply YES and we will hold a seat for you until {{3}}. ``` **5. Confirmation template (utility)** ``` Hi {{1}}, your site visit at {{2}} is booked for {{3}}. Reply 1 to confirm or 2 to change the time. See you there. ``` **6. Order update template (utility)** ``` Hi {{1}}, your order {{2}} is packed and will reach you by {{3}}. Track it here: {{4}} ``` ## What Meta requires for templates From Meta's template pages (checked 2026-10-20, [overview](https://developers.facebook.com/documentation/business-messaging/whatsapp/templates/overview) and [components](https://developers.facebook.com/documentation/business-messaging/whatsapp/templates/components)): - A template must be approved before you send it. Review can take up to 24 hours. - Each template is marketing, utility or authentication, and the category affects the price. - Header text is up to 60 characters, body text up to 1,024, footer text up to 60. Button labels are up to 25 characters, and a template can have up to 10 buttons. - Placeholders such as {{1}} and {{2}} take values in order, and each needs an example value when you create the template. ## The free window Meta's pricing page covers people who message you from a Click-to-WhatsApp ad on Android or iOS. If you reply inside the 24-hour window, a free window can open for up to 7 days. Marketing, utility, authentication and service messages inside it are free. Outside the free windows, Meta charges per delivered template message. For current rates, see [how to advertise on WhatsApp in India](/guides/how-to-advertise-on-whatsapp-in-india). ## A worked example: check the length Say you write template 5, the visit confirmation. As typed, with the placeholders, the body is 114 characters. That is far under the 1,024 limit, so you have room to add a map link or a reminder. Short messages are easier to read on a phone. ## Rules for follow-up 1. **Get opt-in.** WhatsApp's Business Messaging Policy says you may only contact people who gave you their number and opt-in permission (checked 2026-10-20, [WhatsApp policy](https://business.whatsapp.com/policy)). 2. **Expect limits on marketing templates.** Meta says WhatsApp may cap how many marketing templates one person receives from a business, based on factors such as how many they read. 3. **Make it easy to say no.** Give a clear way to stop messages. 4. **Pick the right category.** Choose marketing, utility or authentication to match what the message does. The category affects the price. ## Tips - Write the greeting to match the ad. If the ad asks for a photo, the greeting should ask for the photo. See [WhatsApp ad copy examples](/templates/whatsapp-ad-copy-examples). - Use your reply speed as your main promise. [Click-to-WhatsApp ads](/glossary/click-to-whatsapp-ads) explains how the chat starts. - Decide whether chats or forms suit you in [Click-to-WhatsApp vs lead ads](/compare/click-to-whatsapp-vs-lead-ads). If you use a form, copy from the [lead ad form templates](/templates/lead-ad-form-templates). ## FAQ ### Do I need approval for the first reply? No. A reply you type inside the 24-hour window is a service message and needs no template. Templates are for messages outside the window. ### How long can a WhatsApp template be? Body text can be up to 1,024 characters, and header and footer text up to 60 each, per Meta's template components page. ### Can I send promotions to people who clicked my ad? Only if they opted in. A free window can cover the first days after the chat starts, but the opt-in rule still applies. --- - [More Ad copy articles](https://marxx.ai/library-templates/category/ad-copy) - [All articles](https://marxx.ai/library-templates)